Brand Positioning

Positioning and repositioning a brand

Brand Positioning

Olivia Taylor, Market Research Society, Annual Conference, 2015

This paper explains how Innocent, the drinks company, incorporated behavioural economics into its packaging design test to launch a new product in the UK.

ARF Ogilvy Awards, Silver, Travel & leisure, 2015

This case study explains how The Auto Club Group of America (AAA) created a storytelling campaign with its brand purpose at the centre to improve brand metrics.

ARF Ogilvy Awards, Silver, Fashion, style & beauty, 2015

This case study explains how Make Up For Ever, the new make up brand, took a branded bus on tour to build awareness of the brand and increase sales in the US.

Mark Evans, Market Leader, Quarter 2, 2015

This article argues that the adoption of a service-led brand proposition is transforming the insurance business.

Joseph Clift, Event Reports, IPA Advertising Works, March 2015

This event report looks at the story behind the development of a campaign that won top honours in the 2014 IPA Effectiveness Awards and offers some useful advice to planners.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report shows how Zyrtec, the anti-allergy medication, has successfully closed the gap on Claritin, the leader in the sector.

Research on Warc, NewsCred, February 2015

This article demonstrates how UK consumers want to make better, more confident choices around health and wellbeing and how relevant brands can make the most of these opportunities.

Alex Smith, Admap, March 2015

This article argues that instead of using intrusive advertising brands should live their purposes by providing useful objects as part of their communication.

Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Jackson-Triggs, a wine brand owned by Constellation Brands, reversed a decline in sales in Canada.



How to position effectively

Tips, reminders and recommended reading


Create brand appeal

Implicit marketing and repositioning brands


Brand positioning statements

A practical how-to guide for marketers


NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium